PROPOSED CUSTOMER RETENTION STRATEGY OF PT SONAR ANALITIKA INDONESIA

• Main Author: Jiwo Prasetyo, Wiranata
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74326
• Institution: Institut Teknologi Bandung

In recent years, the software as a service (SaaS) industry has seen tremendous growth due to the increasing demand for cloud-based solutions. This growth has led to intense competition in the market, prompting companies to focus on customer retention and satisfaction. dataxet:sonar, an emerging SaaS company, is no exception to this trend. This final project aims to investigate the current condition of the company in the context of churn rate, customer satisfaction, and loyalty, the key factors contributing to customer churn, and to propose the strategy to increase the customer retention. The research was conducted using a mix of qualitative and quantitative research methods. In the qualitative approach, interviews were conducted with both current and former customers of dataxet:sonar with minimum 1 (one) year subscription experience to gather deeper valuable insights into their experiences and understand the factors contributing to churn. On the other hand, the quantitative approach utilized metrics such as the Customer Satisfaction Index, Net Promoter Score, and Importance-Performance Analysis. These quantitative measures were employed to assess the current level of satisfaction, loyalty, and the significance of various product features in determining customer satisfaction. Author is using Methodological Triangulation to reduce bias and further deepen the findings. Through the research, it was found that dataxet:sonar is facing challenges in retaining customers, as the churn rate exceeds the company's standard. However, the current customer satisfaction level is satisfactory, indicating that customers are generally content with the company's offerings. The study revealed that involuntary customer churn, which occurs due to external factors beyond the company's control, accounts for the majority of churn occurrences. To mitigate this impact, the study recommends that dataxet:sonar invest in research and development to improve product quality and expand its targeted market. Furthermore, providing effective customer support services and focusing on market diversification can also enhance customer loyalty and increase retention rates. By implementing these strategies, dataxet:sonar can position itself for long-term success in the competitive SaaS industry.